04 June 2020 14:02

ADVERTISING

Law & Kenneth Saatchi & Saatchi creates a new TVC for Jockey

Aren’t there mornings when you wake up with a song stuck in your head? You are so comfortable and so full of energy that you can’t hold yourself back. Jockey India’s latest film captures those mornings when you can’t help yourself, but start moving spontaneously.

Jockey, the American innerwear and leisurewear brand has been making waves in the Indian market for the last couple of years with multiple and innovative product lines like USA Originals and POP Color. They also introduced newer technology and styling options in their Women’s range.

Law & Kenneth Saatchi & Saatchi, has conceived its latest campaign ‘Feels Like Jockey’ which consists 4 individual films and one 60 second montage version, along with radio and outdoor executions. With this campaign, the brand reaffirms its American lineage.

The films feature young men and women waking up and starting to move to the soundtrack of ‘Feelin’ Good’ by the legendary Nina Simone. Choreographed by Dena Thomson (best known for Sia videos) the films have been directed by Indian-American director Isaak Ravishankara (also known for Hozier videos). The films were shot in Los Angeles by an all American crew.

Talking about the campaign, Rahul Nangia, Jt.NCD, Law & Kenneth Saatchi & Saatchi said, “These films have brought together an interesting bunch of performers and artists. It was great to see so much talent and skill working together to create this piece.”

Vedji Ticku, COO, Page Industries said, “With this campaign Jockey further builds on its international lineage and strengthens its core of comfortable innerwear. The campaign also ensures the brand continues to stay relevant to the everyday lives of the evolving younger generation."


FILM CREDITS:

Agency: Law& Kenneth Saatchi & Saatchi

Creative Team: Rahul Nangia, Pritam Shettigar, Ruchika Parab, Clyde Galbao, Shahid Shehzad,

Account Management: Debarjyo Nandi, Reshmi Ganguli, Himali Shetye

Director: Isaak

Production House: Lightbox Films, India and Benetone Hill, USA

Producers: Junaid Herekar & Imran Khan

US Producer: Daemon Hill

Line Producer: Lauren Baker

Production Manager: Devin Reeve

DOP: Katelin

Choreographer: Dena Thomson

Steadicam Operator: Ari Robbins

Sound: Anu Pujari, Shankh

Offline editor: Shweta Venkat Mathew

Online editor: Jitendra Kalwani, Pixion

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